My Account
Conferences About Newsroom Careers
  • Insights
    Featured
    • All Insights
    • New Topic Guides
    • Gartner Business Quarterly
    • Strategic Planning
    • Leadership Vision
    • Future of Work Reinvented
    • Sustainable Business Strategy
    • Diversity, Equity and Inclusion
    By Function
    • Audit & Risk
    • Customer Service & Support
    • Finance
    • Human Resources
    • Information Technology
    • Legal & Compliance
    • Marketing & Communications
    • Product
    • R&D & Corporate Strategy
    • Sales
    • Supply Chain
    By Industry
    • Education
    • Energy & Utilities
    • Financial Services
    • Government & Public Sector
    • Healthcare
    • High Tech & Telecom
    • Investment Services
    • Manufacturing
    • Retail
    Expert Guidance
    Tools
    Overview
    • Tools to Make Smarter, Faster Decisions
    Featured Tools
    • BuySmart: Buy Technology with Confidence
    • Critical Capabilities: Analyze Products & Services
    • Digital IQ: Power of My Brand Positioning
    • Hype Cycle: Measure Technology Lifecycle
    • Magic Quadrant: Market Analysis of Competitive Players
    • Product Decisions: Power Your Product Strategy
    Templates & Frameworks
    • Benchmarking: Best in Class Diagnostics
    • Cost Optimization: Drive Growth and Efficiency
    • Strategic Planning: Turn Strategy into Action
    Connect with Peers
    Overview
    • Connect with Peers on Your Mission-Critical Priorities
    Conferences
    • All Conferences
    • Asia/Pacific and Japan
    • Europe, Middle East and Africa
    • North America
    • Virtual
    Communities
    • Peer Insights: Guide Decisions with Peer-Driven Insights
    • Evanta: Connecting C-Level Executives
    Conferences
    About
    Newsroom
    Careers
  • Become a Client

    or call

  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • State of the Marketing Budget and Strategy 2022
    • Gartner Digital IQ Spider By Brand
    • Consumer and Culture Insights
    • Benchmarking
    • Digital Transit Map
    • Cost Optimization
    • Hype Cycle
    • Magic Quadrants
    • BuySmart
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Daily Insights
    • Featured Videos
    • Marketing Blog
    • In the News
    • Solutions
    • Communications Awards
  • Events
    • Webinars
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Marketing & Communications
  • Roles
    • Chief Marketing Officer
    • Customer Loyalty and Experience Leader
    • Digital Marketing Leader
    • Marketing Organization and Operations Leader
    • Chief Communications Officer
  • Research & Tools
    • All Research
    • Benchmarking
    • State of the Marketing Budgets
    • BuySmart
    • Cost Optimization
    • Gartner Digital IQ Index
    • Hype Cycle
    • Magic Quadrants
    • Consumer and Culture Insights
    • Transit Map
    • Marketing Glossary
  • Experts
  • Insights
    • Trending Topics
    • Articles
    • Featured Videos
    • Marketing Blog
    • Podcasts
    • In the News
    • Solutions
    • Marketing Guides
  • Events
    • Marketing Symposium
    • Webinars
    • Communications Awards
    • Research Briefings
    • Executive Peer Forum
  • Client Success Stories
  • Become a Client

    or call

Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • State of the Marketing Budget and Strategy 2022
      • Gartner Digital IQ Spider By Brand
      • Consumer and Culture Insights
      • Benchmarking
      • Digital Transit Map
      • Cost Optimization
      • Hype Cycle
      • Magic Quadrants
      • BuySmart
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Daily Insights
      • Featured Videos
      • Marketing Blog
      • In the News
      • Solutions
      • Communications Awards
    • Events
      • Overview
      • Webinars
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories
Menu
    • Marketing & Communications
    • Roles
      • Overview
      • Chief Marketing Officer
      • Customer Loyalty and Experience Leader
      • Digital Marketing Leader
      • Marketing Organization and Operations Leader
      • Chief Communications Officer
    • Research & Tools
      • Overview
      • All Research
      • Benchmarking
      • State of the Marketing Budgets
      • BuySmart
      • Cost Optimization
      • Gartner Digital IQ Index
      • Hype Cycle
      • Magic Quadrants
      • Consumer and Culture Insights
      • Transit Map
      • Marketing Glossary
    • Experts
    • Insights
      • Overview
      • Trending Topics
      • Articles
      • Featured Videos
      • Marketing Blog
      • Podcasts
      • In the News
      • Solutions
      • Marketing Guides
    • Events
      • Overview
      • Marketing Symposium
      • Webinars
      • Communications Awards
      • Research Briefings
      • Executive Peer Forum
    • Client Success Stories
    • Conferences
    • About
    • Newsroom
    • Careers

Daily Insights

Beauty

Share this:

Science Meets Social Media

By: Alizah Asif Farooqi | Aug 24, 2021

Cetaphil is on a mission, with the help of social media, to prove that science-driven skincare doesn’t have to be expensive.

The company conducted research to find that 70% of Americans self-diagnose as having sensitive skin with symptoms like dryness, irritation, roughness, and tightness. As such, Cetaphil created Sensitive Skin Awareness Week from March 22-28. During that week, the drugstore brand launched a digital campaign across TikTok, Facebook, and Instagram that featured live chats, account takeovers, and partnerships with both dermatologists and influencers.

So far, the campaign has been paying off. Cetaphil improved from the No. 4 to the No. 3 most popular skincare brand behind CeraVe and Neutrogena. By offering skin advice from a professional, but executing it in a less formal format that is familiar to Gen Z, who are considered “skintellectuals”, allows Cetaphil to prioritize and optimize its video content across channels, while also aiding engagement, a strategy leading brands in Gartner’s ranking used during the pandemic.

Despite the fact that social media platforms are often fraught with misinformation, healthcare professionals including dermatologists have taken to TikTok during the pandemic to burst skin myths and highlight skin facts. As #DermTok became more popular, Cetaphil and CeraVe became two of the hero brands for users in need of simplifying their routine in an affordable and effective way. #Cetaphil even ended up surpassing #DermTok by about 60 million views.

See more: Beauty , Social Media , TikTok

Weekly Marketing Newsletter

Sign up to receive our latest insights.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

Back

By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Related Research

The Annual CMO Spend Survey Research 2020: Part 1

Top 5 Marketing Trends and Priorities for CMOs

Marketing Organization Survey

Related insights

Research
Research

How Can CPG Brands Make the Most Out of Social Media Content

Extend the reach of high performing content by developing content that across all digital channels.

How Can CPG Brands Make the Most Out of Social Media Content

View Research

Research
Research

Measuring Retailer Efforts to Blend Digital and Physical Commerce

Succeed by championing a channel-agnostic, customer-first position.

Measuring Retailer Efforts to Blend Digital and Physical Commerce

View Research

Research
Research

The Annual CMO Spend Survey 2020 Infographic: Discover Key Insights

Develop an efficient marketing strategy, prioritize marketing spend, and drive business outcomes with a look at CMO investment trends.

The Annual CMO Spend Survey 2020 Infographic: Discover Key Insights

Read Research

  • About Gartner
    Who We Are
    • About Us
    • Corporate Responsibility
    • Investor Relations
    • Newsroom
    What We Do
    • Research & Advisory
    • Conferences
    • Consulting
    • Digital Markets
  • Get in Touch
    Contact
    • Contact Us
    • Become a Client
    • Office Locations
    • Technical Support
    Careers
    • Why Gartner
    • Search Careers
    • Our Culture
    • Careers Blog
  • Latest Insights
    Resources
    • Glossary
    • Blog
    • Smarter With Gartner
    • Topic Guides
About Gartner
Who We Are
  • About Us
  • Corporate Responsibility
  • Investor Relations
  • Newsroom
What We Do
  • Research & Advisory
  • Conferences
  • Consulting
  • Digital Markets
Get in Touch
Contact
  • Contact Us
  • Become a Client
  • Office Locations
  • Technical Support
Careers
  • Why Gartner
  • Search Careers
  • Our Culture
  • Careers Blog
Latest Insights
Resources
  • Glossary
  • Blog
  • Smarter With Gartner
  • Topic Guides
Policies Privacy Policy Terms of Use Ombuds

©2022 Gartner, Inc. and/or its affiliates. All rights reserved.

©2022 Gartner, Inc. and/or its affiliates. All rights reserved.